Energy drinks unaffected by controversy

Red Bull’s Editions

Mounting pressure to regulate energy drinks could hamper growth in a category that has been on an upward trajectory for years. But sales of energy drinks have so far been immune to controversy. Mintel forecasts that sales of the products could double from 2011 to 2016. In 2012, Mintel estimates dollar sales for the category will total $9.4 billion, an increase of nearly 11% over 2011 sales. New line extensions, like Red Bull’s Editions, will continue to drive the category.


The article above is part of the DSN Category Review Series. For the complete Beverages Sell-Through Report, including extensive charts, data and more analysis, click here.

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